Planet Fitness acquires Be-Fit and plans franchising in Portugal

Planet Fitness has entered Portugal through the acquisition of Be-Fit, a deal covering 25 clubs and more than 80,000 members. Announced on 5 November, the acquisition provides for an initial phase of direct operation and the possibility of moving to franchising in the medium term, bringing a new player to Portugal’s franchise sector.

Deal could reach €102.5 million

According to figures disclosed by the buyer in its quarterly results and cited by Portuguese newspaper Jornal Económico, the transaction includes around €100 million paid in cash on completion. An additional payment of up to €2.5 million may follow, subject to certain performance targets being met.

The maximum potential value is therefore approximately €102.5 million. The distinction between the initial payment and the conditional component matters: the additional €2.5 million is not guaranteed and depends on the targets agreed as part of the deal.

The acquisition gives Planet Fitness an established operating base in Portugal. Be-Fit’s clubs are spread across the north, centre and south of the country, as well as the Autonomous Region of Madeira. The move into Portugal also strengthens the company’s presence on the Iberian Peninsula, where it already operates in Spain.

Direct operation before a move to franchising

Planet Fitness will initially operate the acquired clubs itself. According to Jornal Económico, it will work with the existing management team to integrate the business and identify opportunities to expand its presence in Portugal. The clubs will gradually be rebranded as Planet Fitness.

Franchising is envisaged at a later stage. In its results statement, the company said it expected to seek opportunities over time to convert the business to a franchise model. This is therefore a medium-term direction, distinct from the operating model adopted immediately after the acquisition.

For the franchise sector, this sequence is the key point. The brand is not entering the market through new franchisees opening clubs, but by acquiring an existing network that the buyer will initially operate directly.

Any future move to franchising should be viewed as a separate stage. The stated intention should not be confused with the immediate availability of the 25 clubs to investors, or with an established offer to open new franchised clubs in Portugal.

Membership terms remain unchanged for now

For Be-Fit members, the deal does not currently involve any changes to membership terms. According to information from Planet Fitness reported by Jornal Económico, club opening hours, class schedules, monthly fees and other existing terms remain unchanged.

Club staff will also remain in place. This continuity accompanies the decision to work with the current management team during integration, as the sites are gradually converted to the new brand.

It is important to retain the timeframe attached to this information: the commitment to maintaining existing terms applies to the current phase. It is not a guarantee that every aspect of the offering will remain unchanged throughout the integration and development of the Portuguese business.

An international network built on franchisees

Franchising plays a central role in Planet Fitness’s international operations. Around 90% of the brand’s clubs are owned and operated by franchisees, according to Jornal Económico. The intention announced for Portugal is therefore consistent with the network’s predominant model.

According to Portuguese business publication ECO, in June 2026 the company had around 21.5 million members and 2,930 gyms across eight markets. In 2025, it recorded revenue of US$1.324 billion, up 12.1% on the previous year. These figures relate to the international business, not the performance of the Portuguese clubs.

Practical takeaway: for prospective franchisees, the key development to watch is how the future conversion to franchising takes shape in Portugal. Before assessing an investment, it will be essential to distinguish the strategic intention announced now from the terms and opportunities the brand ultimately makes available.